Public Relations Theory and Practice
Duration
One Semester or equivalent
Contact hours
- 36 hours Face to Face + Blended + Swinburne Online
On-campus unit delivery combines face-to-face and digital learning. For Online unit delivery, learning is conducted exclusively online.
2021 teaching periods
Hawthorn
| Higher Ed. Semester 2 | ||
|---|---|---|
Dates: Results: Last self enrolment: Census: |
Swinburne Online
| Teaching Period 2 | ||
|---|---|---|
Dates: Results: Last self enrolment: Census: |
Prerequisites
Aims and objectives
This unit introduces students to the principles, theories, models, roles and approaches of public relations by examining the basic definition(s), perceptions, relevant concepts, theories, and application fields of the profession.
Unit Learning Outcomes: Students who successfully complete this unit will be able to:
1. Demonstrate a familiarity with the history of modern public relations
2. Articulate knowledge of public relations models and theories
3. Articulate awareness of the different approaches to public relations, as well as the need for socially responsible and ethical public relations
4. Demonstrate a fundamental knowledge and understanding against which practice can be benchmarked and understood
5. Demonstrate an understanding of public relations planning and presentation
6. Understand public relations problems and issues
Courses with unit
BA-MCMN Bachelor of Media and CommunicationBA-MCMN PROF Bachelor of Media and Communication (Professional)
BB-MCMNBUS Bachelor of Business/Bachelor of Media and Communication
Unit information in detail
- Teaching methods, assessment and content.
Teaching methods
| Type | Hours per week | Number of Weeks | Total |
| Face to Face Contact Lecture Tutorial |
1 1 |
12 12 |
12 12 |
| Online Contact Not Applicable
|
|
|
|
| Specified Learning Activities Readings Online activities
|
3 1 |
12 12 |
36 12 |
| Unspecified Learning Activities independent study |
|
| 78 |
| TOTAL |
|
| 150 hours/12.5cp |
SOL
| Type | Hours per week | Number of Weeks | Total |
| Face to Face Contact |
|
|
|
| Online Contact Not Applicable
|
|
|
|
| Specified Learning Activities Readings Online activities |
3 3 |
12 12 |
36 36 |
| Unspecified Learning Activities independent study |
|
| 78 |
Assessment
| Types | Individual or Group task | Weighting | Assesses attainment of these ULOs |
| PR Plan | Group | 20% | 2,3,5,6 |
| Portfolio | Individual | 60% | 1,2,3,4,5,6 |
| Presentation | Individual | 20% | 1,2,3,4 |
Content
• The historical development of public relations
• The nature of contemporary public relations activity
• Application of theories of communication to public relations practice
• The fields of practice of public relations, including business, government and non-government organisations
• Roles and responsibilities of the public relations practitioner, including social, organisational, administrative, cultural, ethical and legal responsibilities
• Examination of public relations practice through case studies
Study resources
- Reading materials.